When raising money online, a few specific fundraising tactics appear to encourage more people to respond, and to give more, a new study says.
Through a review of the online fundraising appeals of nine national charities, including DonorsChoose, Oxfam America and the Wilderness Society, M+R Strategic Services identified three approaches that may boost fundraising.
While the small sample sizes used in the study prohibit generalization, the analysis generated a few suggestions.
Fundraising efforts that involve two or more appeals generate higher response rates than do single appeals, the study says, and garner an average gift of $90, compared to $55 for one-time appeals.
Communications that include deadlines for contributing also performed better, drawing an average gift of $93, compared to $60 for appeals with no deadline.
Matching gift promotions also showed slightly higher response rates than straight fundraising appeals and drew an average gift of $59, compared to $39.